Global Marketing Essy

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Global Marketing, 6e (Keegan/Green)
Chapter 1 Introduction to Global Marketing

1) A management team that fails to understand the importance of global marketing risks losing its domestic business to competitors with lower costs, more experience, and better products. Answer: TRUE

Diff: 1Page Ref: 4
AACSB: Reflective Thinking

2) As Wal-Mart expands into Guatemala and Central American countries, it is implementing a market development strategy. Answer: TRUE
Diff: 1Page Ref: 4
AACSB: Reflective Thinking

3) Global marketing may take the form of diversification strategy in which a company creates new products or services for the domestic market. Answer: FALSE
Diff: 2Page Ref: 4
AACSB: Reflective Thinking

4) The perceived value equation can be represented as Value = Price/Benefits. Answer: FALSE
Diff: 2Page Ref: 5
AACSB: Analytic Skills

5) Recently the auto industry is shifting its attention to emerging markets such as India and Africa. Answer: TRUE
Diff: 1Page Ref: 5
AACSB: Reflective Thinking

6) Globalization is presenting significant marketing opportunities for professional sports organizations such as the National Football League and Major League Soccer. Answer: TRUE
Diff: 1Page Ref: 6
AACSB: Reflective Thinking

7) If Nestlé decides not to market biscuits (cookies) in the United States due to competitive reasons, it is considered as a lack of strategic focus and missed opportunity. Answer: FALSE
Diff: 2Page Ref: 7
AACSB: Reflective Thinking

8) Value, competitive advantage, and the focus required to achieve them are universal in their relevance and should guide global marketing efforts in any part of the world. Answer: TRUE
Diff: 2Page Ref: 9

9) The discipline of marketing is universal and such marketing practices do not vary from country to country. Answer: FALSE
Diff: 1Page Ref: 9

10) Standardization versus adaptation is the extent to which each marketing mix element is standardized or adapted in various country markets. Answer: TRUE
Diff: 2Page Ref: 9
AACSB: Reflective Thinking

11) Nike dropped their well known tagline "Just do it" in advertising women's clothing in Europe and replaced it by the slogan "Here I am" since college-age women in Europe are not as competitive about sports as men are. Answer: TRUE

Diff: 2Page Ref: 9

12) Global localization means that a successful global marketer must have the ability to think locally and act globally. Answer: FALSE
Diff: 2Page Ref: 11
AACSB: Reflective Thinking

13) The Coca-Cola Company supports its Coke, Fanta, and PowerAde brands with marketing mix elements that are both global and local. Answer: TRUE
Diff: 2Page Ref: 11
AACSB: Reflective Thinking

14) That Gillette uses the same packaging for its flagship Mach3 razor everywhere in the world is an example of how companies have successfully pursued global marketing by creating strong global brands. Answer: TRUE

Diff: 2Page Ref: 12

15) McDonald's global marketing strategy is based primarily on local marketing mix elements. Answer: FALSE
Diff: 2Page Ref: 13
AACSB: Reflective Thinking

16) McDonald's home delivery of burgers in India is an example of unusual standardized global marketing practice. Answer: FALSE
Diff: 2Page Ref: 13
AACSB: Reflective Thinking

17) Harley-Davidson's motorcycles' competitive advantage is based in part on its "Made in the USA" positioning. Answer: TRUE
Diff: 2Page Ref: 14
AACSB: Reflective Thinking

18) Some companies that fail to formulate adequate responses to the challenges and opportunities of globalization will be absorbed by more dynamic, visionary enterprises. Answer: TRUE
Diff: 2Page Ref: 15
AACSB: Reflective Thinking

19) Wal-mart is the largest corporation, based on revenues, according to the Fortune 500 Global ranking for 2008. Answer: TRUE
Diff: 1Page Ref: 15
AACSB: Reflective Thinking

20) Examining the size of individual product markets, measured in...
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